Alzheimer's Breakthrough Ride

Project:
The Alzheimer's Association needed to make Alzheimer's and dementia a national priority, especially on Capitol Hill where Congress can help garner more funding to fight a disease that more than 5.3 million Americans are currently battling. Eventage was tasked to help engage dedicated Alzheimer's researchers from across the United States in a cross-country biking experience that would culminate at the US Capitol on World Alzheimer's Day.

Client:
Alzheimer's Association, Chicago

• Concept development
• Scouting of 4,600 miles of route between San Francisco and Washington, DC
• Complete logistical management of 69-day relay ride
• Graphic and signage production
• Closing Ceremony scripting and production
• Venue management for Signature Events

• 4-person dedicated road crew in four vehicles with heavily relied-upon GPS units
• 28' branded RV, affectionately known as "The Pony"
• 26 teams of researcher-riders in custom-branded Breakthrough Ride jerseys
• Sixteen "Signature Events" in key markets across the country to celebrate the ride and get petition signatures on iPads and old-fashioned clipboards too.
• One "Brainia" interactive arcade game for the Signature Events where kids of all ages could test their skills. Think of a mix between Plinko and Skeeball.
• Full meals, snacks and hydration for the riders, including a memorable dinner at the MidPoint Café in Adrian, Texas – the official mid-point of Route 66, halfway between Los Angeles and Chicago.
• More than 1,500 messages of support on the Breakthrough Ride website
• 40+ riders at the base of the US Capitol for the Closing Ceremony

Even with only 2 months to plan the nationwide route, more than 60 riders rode the relay-style route on time and safely and with only minor bumps and bruises after more than 4,000 miles of riding.

110,000 signatures were secured for the petition, with the original goal of 50,000 signatures surpassed when the tour hit Oklahoma.

70,000 new Alzheimer's advocates engaged

Earned media garnered 96 million impressions. The riders were covered in local radio, TV and print in most Signature Event markets as well as in the Los Angeles Times, on CNN's American Morning and on nytimes.com and about.com.